| 'UNDERSTANDING
FIRST CITIZENS' |
Objective:
To mine and understand First Citizens’ (Loyalty Program) Purchase
behaviour and dynamics. |
Insight:
The key to make this program more effective and attractive was understanding
customer purchase patterns and thereby increasing ROI for every campaign. |
Creative:
We started with mining of data that included Category Analysis, RFM
analysis, Market Basket Analysis, Churn Analysis etc. This enabled
us identify and target the right customers with focused programs based
on past purchase behaviour.
Medium:
Data Mining and Direct Mail |
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